Question 1

What is the difference between a coupon and a deal?

Accepted Answer

The answer of What is the difference between a coupon...

Question 2

Consumer-oriented sales promotions are:

Accepted Answer

A) advertisements that show actual consumers using the product. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a non-personal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences, and public service announcements. 
D) sales tools used to support advertising and personal selling efforts. 
A) advertisements that show actual consumers using the product. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a non-personal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences, and public service announcements. 
D) sales tools used to support advertising and personal selling efforts.

Question 3

With the use of virtual reality, advertisers can accomplish two main things. They can ________ and __________.

Accepted Answer

A) penetrate people's consciousness; get undivided attention 
B) penetrate people's boredom; entertain while shopping 
C) break through reality; entertain while shopping 
D) bust clutter; give full experience 
A) penetrate people's consciousness; get undivided attention 
B) penetrate people's boredom; entertain while shopping 
C) break through reality; entertain while shopping 
D) bust clutter; give full experience

Question 4

Three commonly used trade promotions are:

Accepted Answer

A) cooperative advertising, merchandise allowances, and points-of-purchase displays. 
B) allowances and discounts, consumer promotions, and merchandise allowances. 
C) coupons, rebates, and discounts. 
D) allowances and discounts, cooperative advertising, and training of distributors' salesforces. 
A) cooperative advertising, merchandise allowances, and points-of-purchase displays. 
B) allowances and discounts, consumer promotions, and merchandise allowances. 
C) coupons, rebates, and discounts. 
D) allowances and discounts, cooperative advertising, and training of distributors' salesforces.

Question 5

An ad for State Farm Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to consider the future when she was young is an
Example of a:

Accepted Answer

A) humorous appeal. 
B) fear appeal. 
C) rhetorical appeal. 
D) life cycle appeal. 
A) humorous appeal. 
B) fear appeal. 
C) rhetorical appeal. 
D) life cycle appeal.

Question 6

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

Accepted Answer

A) competitive product 
B) competitive institutional 
C) advocacy 
D) pioneering product 
A) competitive product 
B) competitive institutional 
C) advocacy 
D) pioneering product

Question 7

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A) Don't make the appeal so strong that consumers want to "tune out" the advertisement. 
B) Avoid any reference to death or dying. 
C) Make the appeal so strong that it appears humorous. 
D) Make sure the advertisement is still appropriate for viewing by children. 
A) Don't make the appeal so strong that consumers want to "tune out" the advertisement. 
B) Avoid any reference to death or dying. 
C) Make the appeal so strong that it appears humorous. 
D) Make sure the advertisement is still appropriate for viewing by children.

Question 8

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Accepted Answer

A) pioneering product 
B) competitive institutional 
C) competitive product 
D) reminder institutional 
A) pioneering product 
B) competitive institutional 
C) competitive product 
D) reminder institutional

Question 9

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

The answer of Media buyers use many terms to help...

Question 10

All of the following are criticisms of the public relations field except:

Accepted Answer

A) Practitioners don't all follow the same ethical standards. 
B) Practitioners belong to a professional association. 
C) Practitioners don't need to be qualified. 
D) Practitioners don't have to be registered. 
A) Practitioners don't all follow the same ethical standards. 
B) Practitioners belong to a professional association. 
C) Practitioners don't need to be qualified. 
D) Practitioners don't have to be registered.

Question 11

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

Accepted Answer

A) a product placement. 
B) a product deal. 
C) a product premium. 
D) a product sample. 
A) a product placement. 
B) a product deal. 
C) a product premium. 
D) a product sample.

Question 12

The other name used for aided recall tests is:

Accepted Answer

A) recognition-readership testing. 
B) attitude testing. 
C) prompted response testing. 
D) inquiry testing. 
A) recognition-readership testing. 
B) attitude testing. 
C) prompted response testing. 
D) inquiry testing.

Question 13

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

Accepted Answer

A) advocacy 
B) pioneering 
C) competitive 
D) reminder 
A) advocacy 
B) pioneering 
C) competitive 
D) reminder

Question 14

All of the following are correct statements about print newspapers and digital newspapers except:

Accepted Answer

A) Canadians read print versions that are ready early in the day and after dinner 
B) Canadians say newspaper ads have no influence on purchasing decisions 
C) Canadians say newspaper ads influence purchasing decisions 
D) Canadians trust newspaper advertising 
A) Canadians read print versions that are ready early in the day and after dinner 
B) Canadians say newspaper ads have no influence on purchasing decisions 
C) Canadians say newspaper ads influence purchasing decisions 
D) Canadians trust newspaper advertising

Question 15

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

Accepted Answer

A) Showing costs of the life insurance depending on whether the customer smokes or not. 
B) Showing pictures of the staff and location of the insurance company. 
C) Focusing on the ability to process automatic withdrawals to pay for life insurance. 
D) Showing the negative effects of premature death on the relatives of those who do not carry enough life insurance. 
A) Showing costs of the life insurance depending on whether the customer smokes or not. 
B) Showing pictures of the staff and location of the insurance company. 
C) Focusing on the ability to process automatic withdrawals to pay for life insurance. 
D) Showing the negative effects of premature death on the relatives of those who do not carry enough life insurance.

Question 16

What are the differences between a news release, news conference, and a public service announcement?

Accepted Answer

The answer of What are the differences between a news...

Question 17

Automobile advertising is likely to follow which strategy?

Accepted Answer

A) Pulse schedule. 
B) Blitz schedule. 
C) Drip schedule. 
D) Turnover schedule. 
A) Pulse schedule. 
B) Blitz schedule. 
C) Drip schedule. 
D) Turnover schedule.

Question 18

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Accepted Answer

A) reminder 
B) comparativ e 
C) pioneering 
D) direct sales 
A) reminder 
B) comparativ e 
C) pioneering 
D) direct sales

Question 19

Which of the following statements about aided recall post-tests is true?

Accepted Answer

A) With aided recall post-tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) Aided recall post-tests may involve studies that ask individuals how much of a given ad did they read. 
C) In an aided recall post-test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
D) With aided recall post-tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
A) With aided recall post-tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) Aided recall post-tests may involve studies that ask individuals how much of a given ad did they read. 
C) In an aided recall post-test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
D) With aided recall post-tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.

Question 20

Consider all forms of advertising, which is the most dominant in the industry?

Accepted Answer

A) online 
B) direct mail 
C) television 
D) newspapers 
A) online 
B) direct mail 
C) television 
D) newspapers

What is the difference between a coupon and a deal?

Consumer-oriented sales promotions are:

With the use of virtual reality, advertisers can accomplish two main things. They can and __.

Three commonly used trade promotions are:

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

Which of the following is an important guideline when using fear appeal?

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

All of the following are criticisms of the public relations field except:

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

The other name used for aided recall tests is:

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

All of the following are correct statements about print newspapers and digital newspapers except:

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

What are the differences between a news release, news conference, and a public service announcement?

Automobile advertising is likely to follow which strategy?

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Which of the following statements about aided recall post-tests is true?

Consider all forms of advertising, which is the most dominant in the industry?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

What is the difference between a coupon and a deal?

Consumer-oriented sales promotions are:

With the use of virtual reality, advertisers can accomplish two main things. They can ________ and __________.

Three commonly used trade promotions are:

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

Which of the following is an important guideline when using fear appeal?

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

All of the following are criticisms of the public relations field except:

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

The other name used for aided recall tests is:

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

All of the following are correct statements about print newspapers and digital newspapers except:

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

What are the differences between a news release, news conference, and a public service announcement?

Automobile advertising is likely to follow which strategy?

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Which of the following statements about aided recall post-tests is true?

Consider all forms of advertising, which is the most dominant in the industry?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

With the use of virtual reality, advertisers can accomplish two main things. They can and __.